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BizReport : Research : August 29, 2008
Tight budgets push Americans online for travel information
Now may be the time to push those bargain basement deals by advertising on travel websites. That, according to a recent comScore report which shows that consumers are increasing their trafficking of online travel and information sites as the search for the best travel deals.
In July, travel sites were the top gaining websites according to the report. The ground/cruise category saw a 10% bump to nearly 13 million visitors. The hotels/resorts category also saw a nice bump of 6% to more than 34 million visitors.
"Ground travel and cruise sites gained once again, as many Americans sought more budget friendly ways to enjoy their summer vacations amid economic and fuel price concerns," said Jack Flanagan, Executive Vice President of comScore Media Metrix.
Other top gaining categories were entertainment and celebrity news.
With more people paying attention to their pocket books, even during their down time, it makes sense to target ads touting big savings deals while they are in-market. Although consumers may be visiting a travel sites and therefore thinking about vacation, it doesn't mean the won't also become engaged with ads for back to school sales, computer deals or new gaming products.
Tags: online advertising, online traffic, online trends, travel advertising
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Comments
This is so exciting, as it opens up the opportunity for diversification beyond giants Expedia and Orbitz. I've used Kayak recently, and they were real good. Sadly, though, the US companies don't seem to be catching on. In Europe start up travel sites are popping up left and right.
Posted by: Trammell on September 24, 2008 20:11